French natural health brand Puressentiel opened its first dedicated counters with Belgian travel retailer International Duty Free at Brussels Airport on 6 May. The stores can be found in the perfumes and cosmetics section of stores in both Terminal A and Terminal B.

Last year, Puressentiel announced its entrance into the world of travel retail at TFWA World Exhibition in Cannes. As reported, Puressentiel’s travel retail concept included travel retail specific merchandising and exclusive products. The announcement came with the launch of six travel packs that featured some of Puressentiel’s best-selling lines.

Puressentiel International Managing Director Rocco Pacchioni poses with a Puressentiel Beauty Advisor at Brussels Airport

In the last nine months, family-run Puressentiel had expanded its travel retail presence and opened points of sale in MSC Cruises and numerous airlines. 

The new counter in Brussels Airport was the result of Puressentiel’s partnership with International Duty Free Belgium and is part of a larger growth strategy that will see Puressentiel expand across Europe. This included recent openings in Ajaccio & Bastia in Corsica and in the French territory of La Réunion.

Puressentiel can be found in 90 countries worldwide.